Starbucks Taps Web3 for Rewards Experience


Starbucks Taps Web3 for Rewards Experience

Starbucks Odyssey experience allows Rewards Members to earn and buy NFTs to unlock access to new, immersive coffee experiences. One of the first to integrate NFTs with an already successful loyalty program, Starbucks Odyssey will be an accessible Web3 community.

Starbucks Odyssey Unveiled

Earlier this month Starbucks revealed Starbucks Odyssey, a new experience powered by Web3 technology. It will offer current and new Starbucks Rewards members an opportunity to earn and purchase NFTs. These NFTs, also known as stamps, will be used to unlock new benefits and immersive experiences. There is a waitlist for a chance to be among the first to receive access to the Starbucks Odyssey experience.

“Starbucks has always served as the Third Place, a place between home and work where you feel the warmth of connection over coffee, community and belonging. The Starbucks Odyssey experience will extend the Third Place connection to the digital world,” said Brady Brewer, Starbucks executive vice president and chief marketing officer. “For the first time we are connecting our Starbucks Rewards loyalty program members not just to Starbucks, but to each other.”

“Leveraging Web3 technology will allow our members to access experiences and ownership that was not possible before. Starbucks Odyssey will transcend the foundational benefits that our Starbucks Rewards members have come to love, and unlock digital, physical and experiential benefits that are uniquely Starbucks,” continued Brewer. “By integrating into the Starbucks Rewards ecosystem and grounding the experience in coffee, connection and community, we are entering the Web3 space differently than any other brand, while deepening our members’ connection to Starbucks. Our vision is to create a place where our digital community can come together over coffee, engage in immersive experiences, and celebrate the heritage and future of Starbucks.”

How Itll Work

As an extension of the already successful Starbucks Rewards program, members will be able to access Starbucks Odyssey through their Starbucks Rewards credentials. They can then embark on ‘journeys’. These will be a series of activities, like playing games or answering challenges to increase their coffee knowledge. Once a journey is completed, members will be rewarded with a ‘journey stamp,’ an NFT.

Each NFT collected will have a point value with the Odyssey program based on its rarity. These NFT stamps can also be bought and sold among members in a blockchain-secured marketplace. Limited-edition NFTs will also be available for purchase directly. They will be credit card-based transactions, no crypto wallet or cryptocurrencies will be required.

The more stamps, the more points a member will acquire. The more points, the more access to new and unique benefits and experiences, like:

  • Virtual espresso martini-making classes
  • Odyssey-only merchandise
  • Invites to exclusive at Starbucks Reserva Roasteries
  • Trips to Starbucks Hacienda Alsacia coffee farm in Costa Rica

A portion of the proceeds from the purchase of the stamps will be donated to causes relevant to Starbucks partners and Starbucks Rewards members.

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